On the Air: Higher power than ratings drives WBNH

You just can't have too many religious radio stations to choose from. At least, that seems to be the story in central Illinois, where no fewer than five pop up on the local dial.

As the general manager at WBNH-FM 88.5, Jim Huber presides over a station that he feels takes a centrist position on the Christian radio front.

Steve Tarter

You just can't have too many religious radio stations to choose from. At least, that seems to be the story in central Illinois, where no fewer than five pop up on the local dial.

As the general manager at WBNH-FM 88.5, Jim Huber presides over a station that he feels takes a centrist position on the Christian radio front.

"You have WPEO-AM 1020 (a station that Huber worked for in the 1980s) that's all talk and WCIC-FM 91.5, a music station. We try to fit in between. We have a mix of talk and music," he said.

WCIC's mix may attract a younger audience, while a majority of WBNH listeners probably fall in between their 30s and 50s, said Huber, who's headed the station since 2008.

WBNH is an affiliate of the Moody Broadcasting Network, with Moody providing 80 percent to 85 percent of the station's programming, he said. The station also offers programs with area churches such as Grace Presbyterian, Bethany Baptist and Cornerstone Baptist Church, Huber said.

The brainchild of the late Bubie Goodman Jr. of Pekin, the station started up in 1988 in a room "the size of a large closet" at Pekin's First Baptist Church, Huber noted.

In 1995, WBNH moved to a suite in Pekin's Sud Building before setting up shop in its own building on the outskirts of Pekin in 2008. When you tour the station, it's clear that WBNH represents a whole new business plan when it comes to radio. While commercial (or secular, as Huber calls them) stations crowd into offices four or five formats at a time, this station has its own building and an acre-and-a-half of ground.

WBNH boasts three immaculate studios with the latest equipment. There's even a community room in the basement, complete with pool and pingpong tables.

There's no advertising on this station and no corporate sponsors, either. "We're a 501(c)3 not-for-profit that's 100 percent listener supported," said Huber.

Almost two-thirds of the station's budget (along with Huber, who also hosts a two-hour morning show, there are two other full-time employees) comes from an on-air spring "share-a-thon," he said.

"We're not in a ratings game. We don't think of competing with other stations," said Huber, who believes that choice is a good thing when it comes to Christian radio.

"We're here to promote God and Jesus Christ. That's why we're on the air," he said.

While he's had requests from listeners who'd like WBNH to start up a digital channel devoted to Southern gospel, Huber said he hasn't figured out how to finance the move to HD radio just yet. But the station is taking notice of new media. "We've been streaming since 2004, and Keith Lang (who does an afternoon show on the station) spends as much time on the website as he does in the studio," Huber said.

Steve Tarter can be reached at 686-3260 or starter@pjstar.com. Follow him on Twitter @SteveTarter.